SFO conducts an annual survey and collects data on passenger demographics and satisfaction with airport facilities and services from stratified random samples. This study uses secondary data from the 2018 SFO annual survey, which provided a random sample of 2809 responses on 95 questions, with a number of missing responses ranging from 0 to 2809.
In this study, two types of predictor variables are selected to determine the key drivers of overall satisfaction at SFO: ratings, and cleanliness. Ratings include a total of 15 items (artwork exhibitions, restaurants, retail shops and concessions, signs and directions inside SFO, escalators/elevators/moving walkways, information on screens/monitors, information booths (lower level - near baggage claim), information booths (upper level - departure area), accessing and using free Wi-Fi at SFO, signs and directions on SFO airport roadways, airport parking facilities, AirTrain, long term parking lot shuttle (bus ride), airport rental car center, and SFO Airport as a whole. A 5-point Likert scale, with 1 as “Unacceptable” to 5 as “Outstanding” is used to measure ratings.
Age, gender, income, and purpose of travel are the demographic variables, with age categorized into 7 levels, gender categorized into 3 levels, income categorized into 5 levels, and travel purpse categorized in 2 levels.
Some of the main questions we want to answer:
Are there differences in overall satisfaction ratings with respect to a persons gender?
Are there differences in overall satisfaction ratings with respect to a persons age?
Are there differences in overall satisfaction ratings with respect to a persons income?
Does the purpose of travel affect a person’s satisfaction rating?
Are all the ratings for each department similar, and which department(s) need improvement?
Here we can see that females are more likely to respond to this survery, but are there any differences between the genders?
| Gender | Gender_code |
|---|---|
| Male | 1 |
| Female | 2 |
| Non-binary | 3 |
| Gender | Total.responded |
|---|---|
| Male | 2132 |
| Female | 2510 |
| Non-Binary | 13 |
| Satisfaction.rating | percent.male | percent.female | percent.nonbinary |
|---|---|---|---|
| 1 | 0.0469043 | 0.0398406 | 15.38462 |
| 2 | 1.8292683 | 1.6733068 | 0.00000 |
| 3 | 19.7467167 | 20.0796813 | 23.07692 |
| 4 | 55.4878049 | 52.1912351 | 46.15385 |
| 5 | 22.8893058 | 26.0159363 | 15.38462 |
As you can notice from our analysis above, there isn’t too much of a difference between the ratings for gender, except when is comes to a perfect score of 5. Females gave the most ratings of 5, males the second, and non-binary for third. But keep in mind that only we only have 13 ratings from non-binary.
Are there any differences between the age groups?
| Age | Age_code |
|---|---|
| Under 18 | 1 |
| 18 - 24 | 2 |
| 25 - 34 | 3 |
| 35 - 44 | 4 |
| 45 - 54 | 5 |
| 55 - 64 | 6 |
| 65 and over | 7 |
| Age | Age_code | Total.responded |
|---|---|---|
| Under 18 | 1 | 28 |
| 18 - 24 | 2 | 551 |
| 25 - 34 | 3 | 1201 |
| 35 - 44 | 4 | 905 |
| 45 - 54 | 5 | 759 |
| 55 - 64 | 6 | 752 |
| 65 and over | 7 | 452 |
| Satisfaction.rating | percent.under.18 | percent.18.to.24 | percent.25.to.34 | percent.35.to.44 | percent.45.to.54 | percent.55.to.64 | percent.65.over |
|---|---|---|---|---|---|---|---|
| 1 | 0.000000 | 0.1814882 | 0.0832639 | 0.000000 | 0.000000 | 0.000000 | 0.0000000 |
| 2 | 7.142857 | 2.3593466 | 1.7485429 | 2.541437 | 1.449275 | 1.595745 | 0.2212389 |
| 3 | 25.000000 | 15.6079855 | 23.6469609 | 20.110497 | 21.343874 | 19.813830 | 15.2654867 |
| 4 | 39.285714 | 46.8239564 | 52.2897585 | 56.906077 | 58.498024 | 52.526596 | 52.2123894 |
| 5 | 28.571429 | 35.0272232 | 22.2314738 | 20.441989 | 18.708827 | 26.063830 | 32.3008850 |
As you can notice from our analysis above, there isn’t too much of a difference between the ratings for age, but people under 18 are more likely to give a rating of 2 or 3, so maybe the airport isn’t as kid friendly as it could be. Ages 45 -54 gave the most for a rating of four and ages 18 - 24 gave the most ratngs of five.
| Income | Income_code |
|---|---|
| Under 50,000 | 1 |
| $50,000 - $100,000 | 2 |
| $100,001 - $150,000 | 3 |
| Over $150,000 | 4 |
| Other Currency (specify) | 5 |
| Income | Total.responded | Income_code |
|---|---|---|
| Under 50,000 | 708 | 1 |
| $50,000 - $100,000 | 1125 | 2 |
| $100,001 - $150,000 | 780 | 3 |
| Over $150,000 | 1265 | 4 |
| Other Currency (specify) | 32 | 5 |
| Satisfaction.rating | percent.under.50k | percent.50.to.100k | percent.100.to.150k | percent.over.150k | percent.other |
|---|---|---|---|---|---|
| 1 | 0.1412429 | 0.000000 | 0.000000 | 0.1581028 | 0.000 |
| 2 | 0.5649718 | 2.488889 | 1.410256 | 1.8181818 | 9.375 |
| 3 | 13.9830508 | 20.000000 | 21.666667 | 21.1857708 | 15.625 |
| 4 | 47.8813559 | 52.355556 | 55.641026 | 57.1541502 | 62.500 |
| 5 | 37.4293785 | 25.155556 | 21.282051 | 19.6837945 | 12.500 |
There doesn’t seem to be too much discretion between income levels, although the people who made under 50k gave the most ratings of five which leads us to believe that there may be affordable options at the airport.
It is clear from the graph that people travelling for pleasure have a higher satisfaction rating for the airport than people travelling for business.
| Purpose | Purpose_code |
|---|---|
| Business | 1 |
| Pleasure | 2 |
| Trip_purpose | Total.responded | Purpose_code |
|---|---|---|
| Business | 376 | 1 |
| Pleasure | 576 | 2 |
| Satisfaction.rating | percent.pleasure | percent.business |
|---|---|---|
| 1 | 0.00000 | 0.000000 |
| 2 | 1.06383 | 1.388889 |
| 3 | 21.01064 | 19.270833 |
| 4 | 55.05319 | 48.437500 |
| 5 | 18.88298 | 23.611111 |
As you can see people travelling for pleasure gave the most ratings of three and four wher people travelling for business gave the most ratings of two and five.
| Variable | n | Mean | SD | Action_required |
|---|---|---|---|---|
| Artwork | 418 | 3.949761 | 0.9264887 | No |
| Food | 493 | 3.523327 | 0.9095046 | Yes |
| Retail | 459 | 3.562092 | 0.8704017 | Yes |
| Airport Signage | 540 | 4.027778 | 0.8791370 | No |
| Walkability | 531 | 4.158192 | 0.7656689 | No |
| Info Screens | 499 | 4.100200 | 0.8028438 | No |
| Info Booths Lower Level | 298 | 3.815436 | 0.9005217 | No |
| Info Booths Upper Level | 293 | 3.907850 | 0.9517683 | No |
| WIFI | 409 | 4.002445 | 1.0182135 | No |
| Road Signs | 356 | 4.039326 | 0.9366549 | No |
| Parking | 224 | 3.799107 | 0.8469407 | No |
| Long Term Parking | 120 | 3.908333 | 0.9166603 | No |
| Airtrain | 258 | 4.046512 | 0.8984246 | No |
| Car Rentals | 212 | 3.820755 | 0.9813152 | No |
All departments did really well, only two departments had marginally lower means and higher standard deviations which are food and retail. To keep this airport’s hig rating management may want to see what some issues may be causing this, maybe more selection would be a help with ratings.
Overall Satisfaction reported by 5110 people
Our conclusions from this analysis are as follows:
There isn’t too much of a difference between the ratings for gender, except when is comes to a perfect score of 5. Females gave the most ratings of 5, males the second, and non-binary for third. But keep in mind that only we only have 13 ratings from non-binary.
There isn’t too much of a difference between the ratings for age, but people under 18 are more likely to give a rating of 2 or 3, so maybe the airport isn’t as kid friendly as it could be. Ages 45 -54 gave the most for a rating of four and ages 18 - 24 gave the most ratngs of five.
There doesn’t seem to be too much discretion between income levels, although the people who made under 50k gave the most ratings of five which leads us to believe that there may be affordable options at the airport.
People travelling for pleasure gave the most ratings of three and four wher people travelling for business gave the most ratings of two and five.
Most of the aiports share high ratings at around 4, expcept for food and retail which have around 3.5. There may need to be more options or better quality/ pricing for these departments to catch up with the rest of airport facilities.